The tourism industry network
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The tourism
industry network
The Federal network the Chinese Government and a foreign destination
(in this case Australia), whereby Chinese tourists
are permitted to undertake leisure travel in groups
to that destination. The Department of Resources,
Energy and Tourism manages the Australian
scheme on a day-to-day basis. For more
information, visit www.ret.gov.au
Tourism Australia
Tourism Australia is the Federal Government
statutory authority responsible for international and
domestic tourism marketing, as well as the delivery
of research and forecasts for the sector. Its main
objectives are to influence people to travel to
Australia and visit as many places as possible;
encourage Australians to see their own country;
and help build a sustainable and profitable industry.
For further information, go to
Department of Resources, www.tourism.australia.com
Energy and Tourism (RET)
RET is responsible for the implementation of Tourism Research Australia (TRA)
Australian Government tourism policy and TRA collects research and intelligence across
programs. The Australian Government is domestic and international markets and the
responsible for maximising tourism’s net tourism industry and undertakes respected,
economic contribution to the Australian economy reliable research and analysis. Key information
and to fostering an industry that promotes the collected from the international visitor surveys
principles of environmental responsibility and and national visitor surveys includes expenditure,
sustainable development. places visited, activities, accommodation,
transportation and demographics. For more
The Department of Resources, Energy and Tourism information, go to www.ret.gov.au
has policy responsibility for two tourism programs.
The first, TQUAL Grants, is a competitive merit- TRA offers a Statistical Enquiries Service to
based grants program aimed at stimulating industry operators. More than 300 research
sustainable growth in the Australian tourism publications and papers are available on the
industry. The second, Approved Destination Status website and can be downloaded for free. For
(ADS), is a bilateral tourism arrangement between enquiries, contact tourism.research@ret.gov.au
8 VOLUME 1: UNDERSTANDING THE TOURISM INDUSTRYAustralian Bureau of Statistics (ABS) The State network
The ABS is Australia’s official statistical Each state and territory within Australia has its own
organisation. By providing a high quality, objective government tourism agency that works with the
and responsive national statistical service, the ABS industry within its borders. These agencies also
assists and encourages informed decision-making, work in partnership with the Federal Government
research and discussion within governments and to promote Australia as a tourism destination
the community. For further information, go to internationally. Within each state and territory there
www.abs.gov.au are a number of other organisations that address
issues of tourism and the needs of tourists.
Austrade Destination NSW is the lead agency in this state.
Austrade assists Australian businesses to succeed
in international trade and investment in order to
boost national prosperity. Austrade also promotes
and supports productive foreign investment into
Tourism
Australia and administers the Export Market Northern
Territory
Development Grants (EMDG) scheme. For further
Tourism
information about this scheme, go to Tourism Queensland
www.austrade.gov.au Western
Australia South
Australian
Tourism
Commission
Destination
New South
Wales
Australian
Tourism Capital Tourism
Victoria
Tourism
Tasmania
Destination NSW
Destination NSW is the New South Wales (NSW)
State Government statutory authority responsible
for devising and implementing strategies to grow
the visitor economy, with particular focus on driving
tourism and acquiring and developing major
sporting and cultural events for Sydney and
regional NSW.
Destination NSW was established in July 2011 and
brought together the functions of four
organisations: Tourism NSW, Events NSW, the
Homebush Motor Racing Authority and the Greater
Sydney Partnership, into a new state body.
9the role of Destination new south wales
Destination NSW Role
Industry Role
Awareness Preference Intention Conversion
Increase awareness Make NSW the Generate the intent Convert “intention
of NSW destinations “destination of choice” among international to visit” to “action” by
and experiences. for international and and domestic visitors providing destinations,
domestic visitors. to visit NSW. products and
experiences that
fulfill visitor needs.
Destination NSW’s vision is to make Sydney Destination NSW’s main priorities are:
and NSW one of the world’s most successful ∙∙ increasing domestic and international visitor
tourism and events destinations with the strategic nights and expenditure in NSW to drive economic
aim of achieving the NSW Government’s goal of growth for businesses in the tourism industry
doubling of the overnight visitor expenditure by and benefit the NSW community;
2020 and maximising the benefits of the visitor ∙∙ building and communicating destination appeal
economy for NSW. to potential visitors;
∙∙ Attract and secure high value major events to
The NSW Government has established a Visitor drive visitation;
Economy Taskforce to develop a tourism and events ∙∙ working with and providing advice to
strategy to help it reach the 2020 goal. The Visitor industry, government agencies and other
Economy Taskforce is coordinating planning for the key stakeholders about the development
strategy which is due to be presented to the of sustainable destinations;
Government during 2012 for implementation by ∙∙ and retaining the State’s position as tourism
Destination NSW. market leader and growing market share.
Our Strategic Objectives Working with industry
1. To generate increased overnight visitor Destination NSW works closely with other
expenditure to Sydney and NSW to achieve government agencies, industry associations, local
the 2020 goals councils, regional tourism organisations (RTOs),
2. Position DNSW / Sydney & NSW as Australia’s local tourism associations (LTAs), visitor
premier tourist and events destination information centres (VICs) and tourism managers.
3. Develop the strongest and most compelling
events calendar in Australia Destination NSW has also developed partnerships
4. Maximise yield and dispersal for the with key festivals, major events and industry
visitor economy stakeholders. By working across all sectors of
5. Create and sustain a high performance the industry, Destination NSW is ideally placed
organisation
10 VOLUME 1: UNDERSTANDING THE TOURISM INDUSTRYto provide quality advice to government International marketing
regarding tourism; major events; develop ∙∙ New product workshops, in which operators
strong strategies to guide the industry; ready to enter the international market can
effectively influence the development of the showcase their product to the trade.
industry; and maintain the State’s position as ∙∙ Overseas sales missions and trade events.
Australia’s premier visitor destination. ∙∙ Familiarisation visits for visiting travel trade
buyers, showcasing NSW destinations and
Most successful operators develop strong links export-ready product.
with their tourism manager and VIC, including
working with them to access Destination NSW’s Public relations
services. When tourism managers and VICs ∙∙ Publicity opportunities for NSW tourism
develop an understanding of an operator’s business products, events and destinations, including
this can be combined with their detailed knowledge NSW itineraries for visiting journalists
of Destination NSW services, so as to provide ∙∙ An image library with high-quality images
operators with more targeted advice. Many tourism showcasing NSW is available to journalists
managers and VIC’s consult with Destination NSW and the industry at
on behalf of operators. www.destinationnsw.com.au/tourism/image-library
Services to industry Other services
Destination NSW offers a number of services to ∙∙ The accredited Visitor Information Centre
assist the tourism industry grow and develop in program provides accreditation for VICs.
NSW. The following information provides an Accredited VICs, AVICs, are recognised as being
overview of what is offered in each service area: of a high standard, and therefore eligible for
inclusion in Destination NSW collateral
Developing tourism ∙∙ TASAC: Tourist Attraction Signposting
∙∙ Up-to-date research, analysis and market Assessment Committee is responsible
information for the NSW tourism industry. for the brown and white road signage on
∙∙ Business development resources, events and the NSW road network.
advice for tourism operators.
If any of these items are of interest to your business,
Domestic marketing please contact your tourism manager or VIC, to
∙∙ E-business opportunities, including tourism discuss how to access these services and to find
product listings on consumer travel, events out about the latest opportunities. For information
and tourism websites and targeted consumer about Destination NSW services and opportunities
e-newsletters. to work with Destination NSW, go to
∙∙ Participation in domestic marketing campaigns. www.destinationnsw.com.au
Destination NSW produces a weekly newsletter for
the tourism industry called Insights: Destination
NSW industry news. To subscribe to Insights, visit
www.destinationnsw.com.au
11Other State agencies Transport for NSW
Trade and Investment (T&I) Transport for NSW is the leading public transport
The T&I’s major role is to expand business and agency of the NSW Government. The agency is
industrial development by attracting domestic responsible both for providing transport and
and international investment to NSW. T&I has infrastructure policy advice and managing a
overall responsibility for economic development multi-billion dollar budget allocation to support rail,
in NSW including enterprise development, bus, ferry and taxi services in NSW.
export planning and development, industry
assistance programs and attraction of new Transport for NSW is responsible for:
technology-based enterprises and investment. ∙∙ developing and co-ordinating high level transport
priorities in NSW;
T&I provides a range of business assistance for ∙∙ providing funding for NSW public transport
start-ups through to established ventures: services and major capital works;
∙∙ The Business Mentoring Program provides ∙∙ planning and implementing NSW transport
company owners access to an experienced priorities in collaboration with other agencies;
business mentor to help develop a profitable ∙∙ integrating policies, regulations and service
growth path. The program provides for targeted initiatives across metropolitan and rural and
streams including Women in Business, Young regional NSW;
Entrepreneurs, Small Business and an Advanced ∙∙ managing NSW bus and ferry contracts;
program for High Growth Companies. ∙∙ and regulating the NSW bus, taxi and hire car
industries.
Assistance is provided to micro and home-based
business through various workshops and resources For further information, go to
including business planning, marketing and better www.transport.nsw.gov.au
systems to equip home-based operators with
essential business tools. Office of Environment and Heritage (OEH)
OEH is responsible for co-ordinating, managing and
T&I supports 14 business advisory services around planning activities that work towards a healthy
the State. These provide free advice to people environment. This includes managing the natural
starting and operating a business. and cultural heritage; promoting sustainable
consumption, resource use and waste
Available online at T&I, is the Small Business Tool management; regulating activities to protect the
Kit, which covers topics such as marketing, finance, environment; and conducting biodiversity,
employment, legal issues and business planning. environmental and cultural heritage research to
For further information, go to ensure informed decision-making.
http://toolkit.smallbiz.nsw.gov.au. This is the ideal
place to help you develop a business plan using an Tourism operators intending to operate nature-
interactive, helpful tool. based businesses or who want to provide their
visitors with information about the cultural
The small business website at heritage and natural environment in NSW would
www.smallbiz.nsw.gov.au can also link you to other benefit from accessing the resources of this
programs to help your business grow through department. For further information, go to
exporting, innovation and lists a number of www.environment.nsw.gov.au
programs designed to help businesses grow.
12 VOLUME 1: UNDERSTANDING THE TOURISM INDUSTRYNSW National Parks and Wildlife Service (NPWS) NSW Fair Trading
The NPWS (which is part of OEH) focuses on the NSW Fair Trading safeguards consumer rights and
conservation and protection of the natural and advises business and traders on fair and ethical
cultural heritage of NSW including National Parks; practice in NSW. Businesses can register business
nature reserves; native animals and plants; historic names; obtain the licences and certificates they
sites; and places, objects and sites of special need to operate in NSW; and receive information on
significance to Aboriginal people. their rights and obligations under fair trading laws.
For further information, go to
Tourism operators wishing to conduct business www.fairtrading.nsw.gov.au
(tours, surf schools, etc.) within a National Park or
any other type of reserve managed by NPWS must Business Licence Information
obtain approval before they can conduct any activity. Service (BLIS)
For further information, go to This service is provided by the NSW Government to
www.environment.nsw.gov.au/parksecopass help you find information about licences, permits
and other regulations that you might need in order
Sydney Harbour Foreshore Authority (SHFA) to run a business in NSW.
SHFA owns and manages some of the most
significant assets in NSW, including Sydney’s If you are considering starting a business in NSW,
heritage and cultural precincts at The Rocks but are not sure of what regulation might apply,
and Darling Harbour. BLIS can provide a general business start-up
package that gives you the basic information and
The Authority operates education, tourism and forms to get you up and running. If you are a bit
marketing services and holds significant events in further down the track, and know what kind of
The Rocks and Darling Harbour each year. Between business activities you might undertake, then BLIS
them, the precincts attract more than 40 million can provide more tailored information, targeted
visitors annually. specifically at your proposed business.
The Authority also owns sites at White Bay Power For example, tourism operators may need a
Station, Rozelle railway yards and Ballast Point and licence to:
manages other major waterfront assets around ∙∙ operate as a travel agent;
Sydney Harbour on behalf of other agencies. ∙∙ conduct guided tours and activities in National
Parks or marine parks;
The Authority can assist if you want to operate ∙∙ and operate transport such as aircraft, buses,
a tourism business in any of these areas. For coaches, motorcycles or 4x4 vehicles.
further information, call 1300 655 995 or go to
www.shfa.nsw.gov.au For further information visit
http://blis.fairtrading.nsw.gov.au and click on Tour
Operator, or search for specific licences.
13Forests NSW DNSW is also a major investor in Business Events
Forests NSW is a public trading enterprise within Sydney, with the aim of securing more international
the NSW Department of Primary Industries. The conventions, incentive travel reward programs,
role of Forests NSW is to sustainably manage corporate events and exhibitions for the State.
approximately 2.8 million hectares of native State
forests and plantations for the supply of timber, BESydney’s role within the partnership is to
along with a wide range of other social, promote and develop Sydney and regional NSW as
environmental and economic values. State forests the premier business tourism destination within
provide a significant resource for recreation, sport, Australia and internationally.
tourism and training and offer a range of nature-
based opportunities that are not readily available on BESydney is a not-for-profit membership-based
other land tenures. organisation, which provides free advise and
assistance on convention and meeting planning. It
Tourism operators require an annual permit to offers members a variety of other services to
undertake activities in State forests. Forests NSW promote Sydney and regional NSW, including bid
aims to promote and encourage the development of development strategies; event planning services; and
tourism ventures in State forests through the key linkages within the meetings industry through
availability of annual state-wide permits. These road and trade show events.
provide operators with some security when making
investment decisions for their business. BESydney also provides a free event planning
Opportunities in State forests are based on the service, AccessNSW. This service assists meeting
willingness of operators to address sustainable and planners to source accommodation, venues and
responsible practices. Applications for permits suppliers in Sydney and regional NSW. For further
should be made to the relevant regional office of information, call 1300 134 920 or go to
Forests NSW. For further information, go to www.businesseventssydney.com.au.
www.dpi.nsw.gov.au/forests
Roads and Maritime Services (RMS)
Business Events Sydney (BESydney) The RMS is the NSW State Government agency
Destination NSW (DNSW) and BESydney as a responsible for:
partnership are committed to the development of ∙∙ Improving road safety
tourism as a key strategic industry in NSW. ∙∙ Testing and licensing drivers, and registering and
Together, they aim to generate employment, inspecting vehicles
business growth and investment. ∙∙ Managing the road network to achieve consistent
travel times
In June 2011, DNSW was created to work towards
the mission of doubling visitor expenditure by 2020 The RMS provides financial assistance to local
and maximise the benefits of the visitor economy councils to manage 18,474 kilometres of Regional
for NSW. To achieve this, DNSW works with the Roads and also provides some funding and support
State’s tourism and events sector to sell Sydney and to 144,750 kilometres of council-managed local
NSW to the world. access roads, which are funded by local ratepayers
and Federal road assistance grants.
14 VOLUME 1: UNDERSTANDING THE TOURISM INDUSTRYThe RMS has a vast range of customers, including Industry and sector associations
individuals, private organisations, community and Industry and sector associations exist for almost
road transport groups, local councils and State and every type of business. They provide specific
Federal Government agencies. For more advice, training and networking opportunities
information, go to www.rms.nsw.gov.au for your business.
Tourist Attraction Signposting Assessment Most associations produce a newsletter to
Committee (TASAC) keep members informed of issues affecting
Formed by the NSW State Government, TASAC their industry. If you are not clear which association
has overall responsibility for the planning and is relevant to your business, talk to a few of them
implementation of tourist signposting systems. and see which ones offer the best support. You
These safely and efficiently guide motorists to their could also get some advice from your local tourist
destination and inform visitors of the range of major association or tourism manager regarding the
attractions and services within a destination. best association to help you develop and enhance
TASAC signage is brown and white. your business.
The TASAC team comprises representatives A comprehensive guide of the different associations
from Destination NSW, the RMS, regional tourism is available in the Destination NSW industry contact
associations and local councils. All TASAC list at www.destinationnsw.com.au/our-industry/
members participate equally in the assessment contacts-and-associations
and feedback process to individuals or groups
making representation.
TASAC’s key activities include:
∙∙ development of tourist signposting policy
for NSW;
∙∙ assessment of applications for tourist
signposting;
∙∙ input into National Tourist Signposting policy;
∙∙ consultation with other agencies to develop
strategies and identify priorities in the
implementation of signposting initiatives;
∙∙ project management of signposting initiatives
across the State;
∙∙ communication of tourist signposting policy,
initiatives and issues to stakeholders;
∙∙ and quality control audit of tourist signposting.
For further information, go to
www.destinationnsw.com.au/TASAC
or for enquiries email TASAC@dnsw.com.au
15Handy Hint
Never underestimate
the value to your business
of building networks and
maintaining relationships.
Tourism REGIONS in New South Wales
This diagram shows the coverage of each tourism region.
Tourism regions in New South Wales
1. Outback NSW
13 2. Riverina
3. Murray
12 4. Snowy Mountains
5. South Coast
1
11
6. Capital Country
7. Central NSW
8. Blue Mountains
7 10
9. Central Coast
8
9 10. The Hunter
14 11. Mid North Coast
0 2km 12. New England North West
2 6
15
13. Northern Rivers
14. Sydney
3
5 15. Lord Howe Island
4
The regional network Local tourism associations
NSW is divided up into 15 tourism regions. Tourism associations are usually membership
These regions are supported by RTOs which are based groups of tourism-related businesses which
independent bodies separate to Destination NSW. work together to promote their destination and
individual tourism products and services.
The RTOs work with Destination NSW, the local
tourist associations and VICs to package and Visitor information centres
promote products and services within their region. Visitor information centres showcase brochures
For the contact details of your RTO, go to and maps, provide travel advice or book tourism
www.destinationnsw.com.au/RTOcontacts products for visitors. Accredited visitor information
centres (AVICs) offer a higher range of visitor
The local network services and have trained tourism staff. For a list of
In NSW, there are various local tourism networks. AVICs in NSW, visit www.destinationnsw.com.au
Depending on the region, this might include a local
Local councils
tourism association (LTA), visitor information centre
Your local council may have a tourism employee, who
(VIC), local councils, or incorporated business
can provide local tourism knowledge and a list of
groups with an interest in developing and promoting
local contacts, including LTAs and VICs. Councils can
tourism in the local area.
also provide information on local planning and other
Tourism operators should make contact with issues that may affect your business.
their local tourism network to find out about the
services and benefits offered, and opportunities
to work together.
16 VOLUME 1: UNDERSTANDING THE TOURISM INDUSTRYYou can also read
